An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes
Abstract
:1. Introduction
2. Experimental Section
2.1. Consumers
2.2. Survey Questionnaire
Q1 Frequency of Usage | Frequency | Total | Percentage |
Once a week or more | 37 | 98 | 37.8 |
Once every two weeks | 32 | 98 | 32.7 |
Once a month | 21 | 98 | 21.4 |
Once every three months | 8 | 98 | 8.2 |
Q2 Who Usually Applies Your Nail Polish | Frequency | Total | Percentage |
Self-application only | 66 | 98 | 67.3 |
Professional application only | 4 | 98 | 4.1 |
Both self and professional application | 28 | 98 | 28.6 |
Q2a Frequency of Visiting a Nail Salon | Frequency | Total | Percentage |
At least once a week | 1 | 32 | 3.1 |
Once every two weeks | 3 | 32 | 9.4 |
Once every three weeks | 5 | 32 | 15.6 |
Once a month | 8 | 32 | 25.0 |
Less than once a month | 15 | 32 | 46.9 |
Q2b Visiting a Nail Salon for Service Other Than Nail Polish Applying | Frequency | Total | Percentage |
Yes | 25 | 32 | 78.1 |
No | 7 | 32 | 21.9 |
Q3 Where to Purchase a Nail Polish? | Frequency | Total | Percentage |
Department store (JC Penny, Sears, etc.) | 14 | 98 | 14.3 |
Online | 8 | 98 | 8.2 |
Nail salon-only use nail polish without buying an extra bottle | 9 | 98 | 9.2 |
Nail salon-Either use nail polish or not and buy additional nail polish | 6 | 98 | 6.1 |
Discount store (Target, Walmart, etc.) | 89 | 98 | 90.8 |
Drug store (Walgreens, CVS Pharmacy, etc.) | 65 | 98 | 66.3 |
Beauty supply store (Sally Beauty Supply, etc.) | 41 | 98 | 41.8 |
Q4 Frequency of Usage of a Base Coat | Frequency | Total | Percentage |
Always or almost always | 28 | 98 | 28.6 |
Often but not always | 28 | 98 | 28.6 |
Occasionally but not often | 24 | 98 | 24.5 |
Rarely or never | 18 | 98 | 18.4 |
Q5 Frequency of Usage of a Top Coat | Frequency | Total | Percentage |
Always or almost always | 41 | 98 | 41.8 |
Often but not always | 26 | 98 | 26.5 |
Occasionally but not often | 17 | 98 | 17.3 |
Rarely or never | 14 | 98 | 14.3 |
Rank | Category | Frequency | Total | Percentage (%) |
---|---|---|---|---|
1 | Fast-drying | 75 | 98 | 76.5 |
2 | Long-lasting | 71 | 98 | 72.4 |
3 | Gel/Shellac | 24 | 98 | 24.5 |
4 | Flakes/Glitter | 23 | 98 | 23.5 |
5 | Water-based | 15 | 98 | 15.3 |
6 | Other | 4 | 98 | 4.1 |
Rank | Factors | Category | Frequency | Total Responses | Percentage (%) |
---|---|---|---|---|---|
1 | Color | Sensory | 87 | 98 | 88.8 |
2 | Price | Others | 50 | 98 | 51.0 |
3 | Application | Sensory | 50 | 98 | 51.0 |
4 | Coverage | Sensory | 44 | 98 | 44.9 |
5 | Drying | Convenience of usage | 34 | 98 | 34.7 |
6 | Long-lasting | Convenience of usage | 33 | 98 | 33.7 |
7 | Smoothness | Sensory | 32 | 98 | 32.7 |
8 | Maintenance | Convenience of usage | 27 | 98 | 27.6 |
9 | Shininess | Sensory | 23 | 98 | 23.5 |
10 | Thickness | Sensory | 20 | 98 | 20.4 |
11 | Season | Time/Occasion | 20 | 98 | 20.4 |
12 | Brand | Brand Related | 17 | 98 | 17.3 |
13 | Removal | Sensory | 13 | 98 | 13.3 |
14 | Applicator | Brand Related | 9 | 98 | 9.2 |
15 | Occasion | Time/Occasion | 8 | 98 | 8.2 |
16 | Health | Others | 5 | 98 | 5.1 |
17 | Flakes | Sensory | 5 | 98 | 5.1 |
18 | Supplies | Brand Related | 4 | 98 | 4.1 |
19 | Aroma | Sensory | 2 | 98 | 2.0 |
20 | Recommendations | Others | 2 | 98 | 2.0 |
21 | Time | Time/Occasion | 2 | 98 | 2.0 |
22 | Bottle | Brand Related | 2 | 98 | 2.0 |
23 | Package | Brand Related | 1 | 98 | 1.0 |
24 | Reviews | Others | 0 | 98 | 0.0 |
2.3. Data Analysis
3. Results and Discussion
3.1. General Questions
3.2. Consumers’ Preference for Different Categories of Nail Polishes
3.3. Factors Affecting Consumers’ Decision to Purchase a Nail Polish (CATA Data)
3.4. Caveats and Future Studies
4. Conclusions
Author Contributions
Conflicts of Interest
References
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Sun, C.; Adhikari, K.; Koppel, K. An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes. Cosmetics 2015, 2, 187-195. https://doi.org/10.3390/cosmetics2020187
Sun C, Adhikari K, Koppel K. An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes. Cosmetics. 2015; 2(2):187-195. https://doi.org/10.3390/cosmetics2020187
Chicago/Turabian StyleSun, Chen, Koushik Adhikari, and Kadri Koppel. 2015. "An Exploratory Study of the Factors That May Affect Female Consumers’ Buying Decision of Nail Polishes" Cosmetics 2, no. 2: 187-195. https://doi.org/10.3390/cosmetics2020187